• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.3_4 s.141
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• pp.478-490
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• 2005

The purpose of this study identifies effect of apparel merchandise characteristics on experienced emotion for apparel shopping and effect of consumer's emotion on attitude toward the internet shop. The data were collected from a sample of 271 internet shopper of university students(male: 82, femaie: 189). They visited the on-line shop for apparel shopping and after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted($X^2$=128.30/d.f.=119/p=0.26, GFI=0.95 ; AGFI=0.93; RMR:0.05: NFI=0.94; PNFI=0.73). Second, apparel merchandise characteristics(price, information, assortment) of the internet shop lead a consumer's positive emotions for apparel shopping. Limited assortment variety of product induce negative emotions. Third, positive and negative emotions that consumer experienced for apparel shopping influence attitude toward the internet shop.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.495-503
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• 2015

This study attempts to reveal that the connection between consumers' self enhancement and consumer-brand relationship can be formed from brand experiences not only through a direct use of products or brands but also through companies' marketing activities including advertising or promotion, in that consumers' sensual, affective, cognitive, and behavioral response to brands are included in brand experiences. After experiencing the Samsung Galaxy S brand with manipulated stimulus, 248 respondents' positive emotion and self-enhancement were increased. Also the positive emotion induced by brand experience increase self-enhancement. This study also shows that brand experience and self-enhancement can significantly affect consumer-brand relationship which in turn affects brand loyalty such as satisfaction, recommendation intention, and repurchase intention. Experiencing strong, favorable, and attractive brand personalities may help consumers to increase positive emotions with self-enhancement and help companies to have brand loyalty through consumer-brand relationship.

• Journal of the Korean Home Economics Association
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• v.48 no.6
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• pp.119-132
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• 2010

The purpose of this study is to investigate the effect of the perceived motivations of the corporate social marketing to fashion brand and the process of consumer-brand relationship building. In this study, we proposed the hypotheses on the relationships among six focal variables. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and covariance structure analysis with SPSS 12.0 program and AMOS 7.0. 519 complete responses were obtained from core female adults consumers in fashion market. The results were as follows. First, philanthropic motivation significantly affected both benevolence and expert-based trust, but economic motivation significantly affected expert-based trust only. Second, there were significant effects in consumer trust and brand emotion. Third, the brand emotion had a strong influence on brand commitment. The results of this study will help fashion corporations to understand the relative importance of the two different motivations of CSR activities in building consumer-brand relationships.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1999.03a
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• pp.67-71
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• 1999

• Fashion & Textile Research Journal
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• v.20 no.5
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.

• The Journal of Information Systems
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• v.21 no.3
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• pp.117-136
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• 2012

Given to the prevalence of social commerce such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing behavior in social commerce environments. When consumers make purchasing decisions in social commerce, they often act impulsively. This is because social commerce is a deal-of-the-day website that features discounted gift certificates usable at local companies. However, the vast majority of social commerce research has viewed consumer decision-making as a rational process. This study develops a theoretical framework to investigate key drivers of customer's impulsive purchasing in social commerce. This study identifies flow, positive emotion, negative emotion, social commerce attractiveness, and discounted price as the key antecedents of impulsive purchasing. Data collected from 164 users who had prior purchasing experiences with social commerce were empirically tested against the research model using partial least squares analysis. The analysis results indicate that flow plays an important role in facilitating customers' impulsive purchasing in social commerce environments. Moreover, the findings show the exact roles of positive emotion, negative emotion, social commerce attractiveness, and discounted price on consumer's impulsive purchasing.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.203-210
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• 2007

The purpose of this study is to understand consumer needs through emotion on character T-shirts. Study results suggest the basis for planning effective designs of character T-shirts. The results were summarized as follows: Emotion factors such as complex and arousal occupied 64.0% of the total. The types of the character T-shirts were clustered as four groups. The four types showed significant differences in all emotion factors. Complex emotion indicated its highest and lowest scores in types 4 and 2, respectively; and arousal emotion in types 2 and 3, respectively. As for the relation of consumption sensibility to emotions, three consumption sensibilities were related to all eight emotional adjectives. In the demographical aspect of emotions and consumption sensibilities, significant differences were found in age, gender, job and education. Therefore, the results of this study can be used as criteria improving emotions and consumption sensibility of character T-shirts. Especially, enhanced comsumption sensibility can be expected by the elimination of texts and the use of preferred character actions and vivid warm colors.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.21-24
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• 2008

감성 컨버전스 시대에 있어 상품의 성능이나 기술은 더 이상 소비자의 선택요소는 아니다. 소비자들은 능동적으로 상호작용이 가능한 체험을 원한다. 체험을 줄 수 있는 공간의 역할을 강조되고 총체적인 공간마케팅 전략의 필요성이 부각되고 있다. 본 연구는 사례를 분석하여 소비자 욕구 충족 요소와 체험요소의 관계를 파악하고 공간마케팅 전략의 방향성을 제언하고 있다.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.139-142
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• 2008

본 연구는 소비연령층에 따른 소비 형태와 기업의 공간마케팅 전략사례를 분석하고자 한다. 이를 통하여 실제 공간마케팅에 활용될 수 있는 방향을 제안할 수 있는 기초적 자료로서의 역할을 하는데 그 목적을 둔